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Transformersmedia Analysis

Transmedia Storytelling

• According to Henry Jenkins• "A process where integral elements of a

fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and co-ordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story"

Platforms

• Print Publications: Books, Comics, Comic strips

• Films and Television: Films, Animated series• Video Games• Soundtracks

Always New Toys!

AND…

For instance…

The right order to watch The Transformer Generation 1 in American version:Season1&2 – Transformers The Movie – Season3 – Beast Wars – Beast Machines

For the Japanese version:Season1&2 – Scramble City – Season2 (Ep.65) - Transformers The Movie – Season3 – Rebirth – Headmaster – Masterforce - Victory

Non-official result

Production Strategies

•Take what you have and bring an age relevant message•Marvel brought the Autobots VS Decepticons concept that is still familiar today•Transformers: The Movie 1986 provides an epic sweep to the story. Death of Optimus Prime and Megatron transformation into Gavaltron•This film also provides perhaps the biggest single example of how canny marketing decisions can give rise to complex transmedia narratives, for the narrative of this 1986 film literally killed off characters from the 1984 - 1985 toy lines as these toys were being phased out of retails assortments in four of all new characters

• Strong sense of emotional resonance across generations• Another example of expansion of the project is bringing

new demographic or in this case younger boys with a first responders toy line that focuses on the heroic characteristics of Transformers instead of putting emphasis on robots battling for control of the universe

• Different generations may have different entry points to the story

• Longevity and complexity are the two strongest characteristics of this Transmedia project

• Stories have been repeated, taken apart, rebuilt and repeated again for generations of fans for over 25 years.

References

• http://www.tandfonline.com.ezproxy.lib.rmit.edu.au/doi/full/10.1080/10304312.2010.510592

• http://www.nytimes.com/2013/03/02/business/hasbro-expands-transformers-brand-into-new-media.html?pagewanted=all&_r=0

• http://www.ropeofsilicon.com/transformers_timeline_1984_present/

• http://tfarchive.com/community//showthread.php?t=29812• http://henryjenkins.org/2007/03/

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